Custom Content

Social Media Strategy

It seems like social media has been around for some time. When you think about it, at the rate of change we've been experiencing with social media, it's been around a very long time (think "dog years") - long enough that it is starting to have some impact on several facets of B2B and B2C engagement.

So much content, so little time...

We all want fresh (and compelling) content but how do we get it? As marketers, we have a multitude of content vehicles to support - print, digital editions, tablet magazines, online, social media, collateral, blogs and more. We can try to write it all, hire more staff or utilize outside experts. Finding the content strategy that best fits your organization's goals can be a challenge. One thing is for sure though; marketers are allocating more budget and are utilizing numerous tactics to reach their target audience.

Here's some great excerpts from The Content Marketeer : Building Blocks of a Content Marketing Strategy

"According to the Custom Content Council, 61% of people feel better about a company that delivers custom content and are more likely to buy from that company."

What does that mean for you, the modern marketer?

One thing is for sure!  You need to have a solid plan in place and it start with these three building blocks:

Referenced from Demandbase

Even though much of conversion optimization begins and ends with the landing page, industry averages for simple offer-to-completion path hover between three and five percent. Furthermore, few companies know- or perhaps are brave enough to look at- how many of their sweet spot accounts convert from their home page to an offer. 

Referenced from Demandbase White Paper

In focusing your time and money where it has the most pay-off, Demandbase says the first strategy is to define your “sweet spot” target profiles.

"Sweet spot" or named accounts share certain select characterisitcs with your best customers. By optimizing your website for those sweet spot prospects, you can accelerate revenue and entice more of those premium visitors to convert. 

At DCP we always try to optimize content for our clients for various screen sizes.  Whether it's a tablet, phone, digital edition or website content, certain types and size/quantity of content lend themselves to various media devices.

An article from http://memeburn.com elaborates a bit more on screen sizes and how users are consuming content.

Custom Content continues to grow across all organizations, large and small.  An article tellallmarketing.com has found that the custom content spend is actually "exploding!"

Companies spent an average of $1.6 million on branded content over the past two years, according to a survey by the Custom Content Council and ContentWise. That’s a 13% increase over the last survey.

See what the Content Marketing Institute found to be the top differences between effective and average content marketers:

As a custom publisher, it is key that our clients know their marketing dollars are being well spent on effective branded pieces. DCP has a proven track record of creating engaging content that really connects companies with their audience, as evidenced by our 2012 Pearl Award for Best Achievement of Corporate Objectives (B2C) for our work with John Muir Health.

Referenced from WARC